As with most consumer products of our time, denim is going green. One of the most polluting production steps of conventional denim manufacturing is pre-washing and distressing. Make no mistake, we preach to the choir that our salvation lies in dry denim, still we recognise the demand for pre-washed jeans. Levi’s call theirs Waste<Less, Nudie has it as part of the brand’s DNA, and now one of the biggest jeans suppliers to the Asian mainstream, Danish-based Jack & Jones, is also introducing a sustainable denim collection that lowers the use of water and energy and reduces the impact on the environment.
Wrenchmonkees is best know for their unique custom bikes, but for a long time the three founders have been dreaming of functional motorcycle clothes that would fit their way of life working in their garage and riding their bikes. This fall, the dream has been realised with the launch of the WM A.C Nordic Workwear label in collaboration with KANSAS, established supplier of authentic Danish workwear since 1952 and the no. 1 choice of workers for generations. The clothes are crafted to withstand hard work and designed to be worn with pride when you ride your bike.
On the outside, Nudie is the cheeky and rebellious tweenager that dyes her spiky hair black and wears her patched up dry jeans tight. But on the inside she has a heart of gold and a dream of saving the earth – or at least the denim industry. And she has a plan. Nudie Jeans Co proudly holds the market leadership of sustainable denim production and since 2006 the declared goal has been a completely organic jeans collection. From this fall it became a reality with all dry, stretch and selvage jeans being made of 100% organic cotton.
HANSEN is not about big gestures but more about creating something true and honest that you as the wearer will make your own. It’s all designed and crafted in a way that’ll make you establish a very special and personal relationship to your clothes. You’ll never throw them away and you’ll probably not even borrow them to your friends. HANSEN garments are not tied down by specific seasons, the pieces you buy this season will just as easily fit with the ones you bought a year ago or those you end up buying next year. You simply just start a collection; a wardrobe that will last as long as the look of your designer furniture or the sound of your favourite record.
“A small brand with big ideas,” Indigofera Prima Jeans is pure dedication to quality, detail, and craftmansship with disregard of what’s in fashion. Even though you may not notice it right away, a pair of Indigofera jeans is no ordinary jean and it requires a bit of denim knowledge to truly appreciate their qualities. Launched in the spring of 2009 as the vision of the dream jean of the two founders, Mats Andersson and Johan Söderlund. Both have been working in the denim industry for decades and their combined knowledge and expertise is hard to match. Old-fashioned quality, nostalgia and enduring workmanship pervade the young brand’s history.
Since Engel Original was introduced less than a year ago the revived and redesigned Danish workwear brand has gained instant success. F. Engel is well-known for its workwear and ever since Carl J. Engel brought back a pair of bull denim bib-overalls from the United States in the 20s the company has manufactured durable workwear for several generations of Danish craftsmen. Now, young urban fashion boys and girls also take pride in wearing the classic yet refitted and refinished silhuettes and styles. For this fall Engel Originals will be introducing jackets, shirts and bibs made of the authentic F.Engel denim.
Making jeans is not just an easy way to make a few bucks. In fact, it’s not easy at all. Making jeans is all about passion, culture and heritage. In order to make something genuine and sincere, it has to come from your heart, and the hearts of the Denim Demons belong to the Sami culture, which is also their main source of inspiration. It all started on the December 17, 2006, when they launched a limited number of 286 pairs of Aajja Raw Selvedge in the Solo chain in Sweden. They were sold out in just two weeks. But it wasn’t until 13 months later that the company was officially launched.
The new premium micro-denim brand Nezumi Denim Co. from Stockholm, Sweden is not even one year old yet and it started as a project and nothing more. It was founded by David Campo who has been working with design and production in the fashion industry for about 10 years and he has his own brands as well as clients contracted clients like H&M and Carlings. He has always loved denim and he not afraid to call himself a denim nerd.
In an old warehouse close to the roaring ‘Nidelven’ in the heart of the Norwegian town of Trondheim is the small studio of newly formed Livid Jeans located. Here I had the pleasure of meeting owner and denim enthusiast Jens Olav for a talk about denim, passion and making jeans by hand.